Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationship with Manchester United.

Although sponsorship spendingcan be fairly unpredictable-- demand costs tend to surge due to triggers like championships and tournaments -- these partnerships have certainly helped the brand capture the attention of a global audience.

Nike's NikeID co-creation platform serves as another strategy that the company is using to appeal to international markets

By putting the power of design into the hands of the consumer, Nike is able to deliver customized products that align with different cultural preferences and styles.

a)How Nike is able to deliver customised products according to culture and styles?

b)Is it true to say that Nike has failed to meet the expectations of International audience? If no, why?